Online marketing that works
Welcome to The Lede.
Every week I’ll be digging up and linking to stories, news, and opinion relevant to online marketing and copywriting.
Email, social media, innovation, SEO, productivity, mobile, conversion, publishing, and everything in between.
No commentary, just a fast, single page of headlines that you can grab, scan, and squeeze for all they may (or may not) be worth.
All right then, on with it …
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If you’re a diligent researcher, you might think you know everything there is to possibly know about your prospect.
Deepest fears, pain points, income, business, marital status, family status. You might even know their hair and eye color.
If you’re writing to that person (and you really have those details correct), your copy will likely convert well.
What you might not know about is a secret weapon you can add into the mix that, if used correctly, can skyrocket your conversions through the roof.
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When was the last time you wrote something with the intent to specifically motivate your readers to take action?
Admit it or not, we’re all in the same game.
Whether you want someone to buy your product, join your email list, retweet or +1 your post, you’re doing one thing — leading your audience down a path at the end of which lies the action they’ll take.
You want them to do something.
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Everybody’s talking about it.
Most of it is rumor, hearsay, and innuendo …
We idolize the exploits of the people we look up to, and try to skirt the mention of our own experiences (and shortcomings).
No, I’m not talking about sex — I’m talking about split-testing.
What does split-testing have to do with sex?
Actually, quite a lot…
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How would you like to sell more of your products or services … without increasing your traffic?
If that’s your goal, then you need to improve your conversion rate. Which is a very wise goal — I know I’m always looking for the tweaks or additions that can optimize the performance of my sales pages.
The slightest changes to a headline, one item in a bulleted list, or the overall picture you paint can pay off in massive ways.
Sometimes even seemingly tiny changes — the headline color or the words you use on your buy button — can double your sales.
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I was talking to a concerned client recently.
After taking my advice, his traffic and blog comments had started to decrease. We’d had three or four sessions, and he’d diligently done all I suggested, and he was implementing and enjoying himself and excited about his business.
But that graph kept trending downward. And it was starting to get to him.
Honestly, I could see where he was coming from. You hire a coach, and he tells you what to do, and your numbers go down?
Awesome.
But here’s the flip side:
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